It may be too late for a guy like ever-hopeful New York City mayoral candidate Anthony Weiner to overcome nasty Internet postings clogging search-engine lists — but that's not the case for everyone.

There are things a company — even a small one — can do to counter a negative review, and an individual or business doesn't necessarily have to tolerate being a cyberspace punching bag, according to several professionals in the Internet marketing field.

An uncomplimentary blog or post, for example, may have slipped past the site's operators.

"First, see if the blog violates any of the website terms and conditions," said Paul Tobey, CEO of Toronto-based Training Business Pros. "If so, contact the site administrator either with a formal email or a lawyer's letter."

Josh Sommers, CEO of Focus Media in Goshen, recalled a client concerned about an online personal attack leveled at him. Sommers' staff saw that it was noted on the website that such postings weren't tolerated.

"We called up the publisher of the website, and it was removed within 24 hours," Sommers said. "Sometimes, the rules of the website need to be enforced, and you have to raise your hand."

Ric Dragon, CEO of DragonSearch in Kingston, said business owners shouldn't ignore unfavorable reviews of their work. Business reviews are likely seen by consumers researching a service provider.

"If they (consumers) see a negative review and no response from the management," Dragon said, "they'll think management doesn't care."

Suppose the poor review is justified?

"If you're getting negative reviews you deserve — you have employees who are surly, for example — you have more than a reputation management issue. You have an HR issue," Dragon said. "A little apology can go a long way."

Criticisms, sometimes unfair, and even bogus ones by posters who troll from site to site, have increased as the Internet has grown.

"Never before have we had such a wide range of opportunities to voice opinions with very little precaution," said Tobey.

"I always recommend to my clients to undertake what I call a preemptive strike "» Publish your content across multiple domains, blogs and E-zines "» This will help solidify your reputation and make it more difficult for naysayers to compete for search-engine supremacy."

Sommers also advises clients to utilize multiple platforms stretching from mainstream publications to social media.

"Companies think that if they advertise in a newspaper that they can get a negative story taken down." Sommers said. "But it doesn't work that way. It's up to you to increase your content."

And being shy doesn't help, Dragon said.

"So many people are private, and they don't use social media," he said. "So there are few things out there about them "» It's much easier to push things down (a search engine) when you have a large digital footprint."